Hairdressers – 'silent warriors' in the fight against climate change

Beyond their technical skills, hairdressers are also renowned for their conversational abilities. From upcoming vacations and weekend plans to work-related complaints, they often become attentive listeners, advisors, and sometimes even close friends to their clients.

New research from the Center Climate Change And the Social Transformation Initiative (CAST) at the University of Bath, in collaboration with three other universities in the UK, shows that this proximity helps make hair salons “spaces of value” to promote climate action.

According to the EuronewsThe research team conducted in-depth interviews with 30 owners and managers of hair salons in the UK to find out how they communicate with customers about climate and sustainability issues.

The team then launched a sustainable hair salon trial in 25 salons across England, using short environmental messages posted on mirrors to spark conversations about eco-friendly hair care.

"Most of us assume that one 'green' products It's advertised as a product with recyclable packaging. But in reality, the carbon footprint of shampoo mainly comes from the amount of hot water used when washing your hair.""That's what Denise Baden, a researcher at the University of Southampton, said."

According to Ms. Baden, simple messages like "we're using too much shampoo" or "is the shampoo water too hot?" can spark conversations about the appropriate frequency of shampooing, the amount of shampoo used, or the water temperature, thereby leading to discussions about environmental impact.

The results of these hair donation campaigns extend beyond simply caring for hair and scalp; they also extend to saving time, money, electricity, and water.

Research shows that nearly 73% of customers at hair salons plan to change their hair care habits after conversations are sparked by environmental messages displayed in the mirror.

Some people have even switched to using eco-friendly products, reduced the temperature of hot water when washing their hair, and changed their daily routines at home.

This demonstrates that hairdressers have “untapped potential” in the fight against climate change, by bringing green themes into everyday conversations and encouraging concrete actions.

They also called on policymakers to widely implement methods such as "messaging on mirrors," while recognizing that hair salons can become effective spaces to promote community engagement on climate issues.

"If we are truly serious about building a social movement for climate action, it's time to pay attention to these unsung heroes.""Dr. Sam Hampton of CAST said. "Real changes often begin with everyday conversations."

Matilda Collins, manager and hairstylist at Paul Edmonds London (UK), says customers are increasingly "concerned and vocal" about the ingredients in hair care products.

In addition, her hair salon is increasingly concerned about its environmental impact and is implementing energy-saving measures.

Regarding the "messaging on mirrors" initiative, Collins noted that the model could yield positive results if the experience unfolds naturally, capturing the customer's attention without making them feel pressured or preachy.

"It is the relationship and trust that hairstylists build with their clients that can encourage positive behavioral changes, such as when they consider choosing an environmentally friendly product brand.", she said.